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研究生:陳氏錦灣
研究生(外文):TRAN THI CAM LOAN
論文名稱:越南銀行業的顧客滿意度和 忠誠度之影響因素
論文名稱(外文):The Impact Factors of Customer Satisfaction and Loyalty in Vietnamese Banking Industry
指導教授:林明坤林明坤引用關係
指導教授(外文):Ming-Kun Lin
口試委員:彭國維昝家騏林明坤
口試委員(外文):Kuo-Wei PengChia-Chi TsanMing-Kun Lin
口試日期:2013-06-07
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:商學與管理研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:97
中文關鍵詞:顧客滿意度顧客忠誠度銀行業越南
外文關鍵詞:Customer SatisfactionCustomer LoyaltyBanking IndustryVietnam
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在過去的二十年裡,越南經濟穩定成長和經濟發展與全球貿易接軌。特別是,銀行業方面,為一個國家的經濟發展的重要的服務之一,也是國內商業以及外商投資互相結合的機會和挑戰。越南銀行業的成功是為了實現這一目標,但是基於本地和國際銀行,必須針對目標客戶的需求並以客戶的最佳滿意度和需求在當前嚴峻的競爭環境下,以贏得客戶的忠誠度。
此研究目的主要是衡量在越南銀行業因素之間的關係包括信任,服務品質,趣味性,安全性,和感知價值,客戶滿意度和客戶忠誠度。在2012年暑假發放350份問卷,地點為越南南部,有25個題項詢問客戶對越南銀行的服務品質。有效樣本為244份,並以SPSS(Statistical Package for the Social Sciences)進行8因素假說的資料分析,根據研究結果顯示,得知所有假說皆支持本研究模型。在因素部份,信任,服務質量,趣味性,安全性,感知價值對顧客滿意度有顯著正面影響。此外,結果還表明,感知價值和服務品質有直接和間接影響顧客的忠誠度。最後,越南銀行業在感知價值因素部份是最主要的影響客戶的滿意度和忠誠度。

During the past two decades, the Vietnamese economy is stable increasing and its economic development is integrated with global trade as well. Especially, the banking industry-one of the major and important service factors for a country’s economic development, is a combination of opportunity and challenge for its domestic business as well as foreign investment. To achieve the goal of successful for Vietnamese banking industry, both local and international banks, must be based on the needs of target customers with optimum satisfaction and demands for customers under current severe competition environment in order to earn customer loyalty.
The objective of this thesis is to measure the relationship between factors including trust, service quality, playfulness, security, and perceived value, with customer satisfaction and customer loyalty in Vietnamese Banking Industry. There are 350 questionnaires sent out in summer occasion, 2012 in the south of Vietnam with 25 questions to ask people who used the products or services of Vietnamese banking. Finally, there were 244 complete questionnaires received to analyze and run by SPSS (Statistical Package for the Social Sciences) models to test 8 hypotheses following the concept of our empirical research. The results showed that all hypotheses are supported in models. In addition, the factors, trust, service quality, playfulness, security, perceived value had positively impacted on customer satisfaction. Furthermore, the results also showed that perceived value and service quality had impacted directly and indirectly on customer loyalty. Finally, perceived value is the key driver to satisfy customer satisfaction and loyalty in Vietnamese banking industry.

ABSTRACT i
摘要 iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES x
1. INTRODUCTION 1
1.1. Background Vietnamese banking 1
1.2. The role of banks in the economy 7
1.3. Motivation 9
1.4. Objective of studying 10
1.5. Research procedure 11
2. LITERATURE REVIEW 12
2.1. Banking services in Vietnam 12
2.2. Literature debate 13
2.3. Customer Satisfaction 17
2.3.1. Customer Satisfaction Index-CSI 17
2.3.2. Definition of Customer satisfaction 19
2.4. Customer loyalty 20
2.4.1. Why is customer loyalty so important 20
2.4.2. Definition of loyalty 21
2.4.3. Classification of customer loyalty 22
2.4.4. The benefits of customer loyalty 22
2.4.5. The components of loyalty 23
2.5. Vietnamese Definitions of the Terms 25
2.5.1. Trust 25
2.5.2. Service quality 25
2.5.3. Playfulness 27
2.5.4. Security 27
2.5.5. Perceived value 28
2.6. Connecting between criteria’s 29
2.6.1. The relationship between trust and customer satisfaction of Vietnamese banking. 29
2.6.2. The relationship between service quality and customer satisfaction of Vietnamese banking. 29
2.6.3. The relationship between playfulness and customer satisfaction of Vietnamese banking. 30
2.6.4. The relationship between security and customer satisfaction of Vietnamese banking. 31
2.6.5. The relationship between perceived value and customer satisfaction of Vietnamese banking. 32
2.6.6. Relationship between customer satisfaction and customer loyalty of Vietnamese banking. 32
2.6.7. Relationship between service quality and customer loyalty of Vietnamese banking. 33
2.6.8. Relationship between perceived value and customer loyalty of Vietnamese banking. 34
3. METHODOLOGY 35
3.1. Research design 35
3.1.1. Model of this study 35
3.1.2. Questionnaire design 38
3.1.3. Pilot survey 40
3.1.4. Survey Instrument 40
3.1.5. Data collection and sampling 41
3.2. The method of statistic analysis 41
3.2.1. Descriptive statistic analysis 41
3.2.2. Reliability 42
3.2.3. Validity 43
3.2.4. Factor analysis 43
3.2.5. Multiple regression analysis 44
3.2.6. Analysis of variance (ANOVA) 45
4. RESEARCH ANALYSIS RESULTS AND MANAGERIAL IMPLICATIONS 46
4.1. The results of data analysis 46
4.1.1. Missing data 46
4.1.2. Customer demographics 46
4.1.3. Reliability measures 49
4.1.4. The results of factor analysis 51
4.1.5. The results of regression analysis 59
4.1.6. The results of ANOVA by personal profile 63
4.2. Managerial implications 64
5. SUMMARY, CONTRIBUTION, LIMITATIONS, FUTURE RESEARCH AND CONCLUSION 70
5.1. Summary of this study 70
5.2. Contributions 75
5.3. Limitations and future researches 76
5.4. Conclusion 77
REFERENCES 79
APPENDIX A 94

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